Description:

Many ITSMA members have embraced the concept of Account-Based Marketing (ABM), an approach that emphasizes relationship development by treating an individual account as a market in its own right. The benefits of ABM—including improved relationships, enhanced positioning, and increased profitability with ABM accounts—can be enormous, and for the past couple of years ITSMA has been helping member companies such as Avaya, IBM, and Xerox, adopt our approach to ABM.

This ITSMA Marketing Tool outlines the three phases in ITSMA's model for Account-Based Marketing, including key questions companies need to ask at each stage of the game.